Kenya has committed to a deliberate strategy of diversifying its tea export markets and expanding its range of tea products, in a move that reflects a growing recognition that the country’s second largest foreign exchange earner is leaving significant value on the table.
Cabinet Secretary for Agriculture and Livestock Development Mutahi Kagwe used International Tea Day celebrations in Kericho to outline the government’s direction. “We are also encouraging greater investment in value addition and product diversification because the future of Kenyan tea lies beyond bulk exports,” said Kagwe, pointing to orthodox teas, speciality teas, green teas, purple teas, herbal blends, branded consumer packs and tea bags as the products that attract premium prices in international markets.
The commercial rationale is clear. Kenya’s total marketed tea earnings rose 2% to 218.79 billion shillings, approximately US$1.69 billion, in 2025, driven by a combination of reforms, market expansion and new regulations. The government is now pursuing a deliberate expansion of Kenya’s tea footprint across Asia, the Middle East, Europe, Africa and North America. Kagwe said the shift toward value addition would increase earnings, strengthen the Kenya Tea brand and create more employment opportunities across the value chain. For a sector that has historically operated as a volume-driven bulk commodity exporter, the pivot toward premium products and brand development represents a significant, and overdue, strategic shift.
